MANSFIELD/RICHLAND COUNTY (OHIO) CHAMBER OF COMMERCE

CHALLENGE

Long, bitter labor strike spawned a labor union-initiated ballot initiative to take away the City of Mansfield's ability to offer tax incentives for economic development. Economic difficulties for the region were already tough – civic and business leaders feared additional damage if the issue were to pass. Initial polling of the blue-collar community just two months before the election showed strong (60% - 40%) support for the issue.

APPROACH

Identified critical – but counter-intuitive – message platform: "Don't Set Mansfield Back" through in-depth polling research. Formed broad-based, bi-partisan coalition to oppose issue. Conducted economic impact research to show potential harm to the area; results were announced at a news conference and supplemented by broad distribution throughout the community. Implemented comprehensive outreach campaign to spread the message – speaking presentations to community groups; direct mail; newspaper, radio and cable television advertising; campaign rallies.

RESULTS

Issue defeated by a 65% - 35% margin, completely flip-flopping the initial survey. Mansfield's reputation as a city open to and supportive of business development was maintained.